May 18, 2004

Hypersonic Sound Targets Your Brain

Posted by Zack Lynch

According to the developers, "HyperSonic Sound Technology is simply the most revolutionary sound reproduction system of this century. Not since the development of the "cone" loudspeaker more than 75 years ago has any technology provided such significant departure from conventional loudspeakers and such a remarkable new approach to the reproduction of sound."

HyperSonic Sound is already being used by Coca Cola throughout the streets of Tokyo, sending sounds of the ice cubes dropping into the glass and the soda making that "psst" can-opening noise directly to into the ear drums of those passing by. But this is just the beginning. Most recently, the US Army has begun to deploy this technology for use in the field. Indeed, some are suggesting that we are entering the age of "hypersonic messaging", in which advertisers will use this technology to bombard people's brains with signals to trigger purchases.

While some claim this more directed form of information communication will reduce the clutter we here in our daily lives, many others are concerned that this technology breaches the divide between "public" and "private" space. Accordingly, some are already offering advice on how to construct an Aluminum Foil Deflector Beanie, a hat made from tinfoil described as "an effective low-cost solution to combating hypersonic sound. As technologies become more precise at directly targeting our sensory systems, the right to personal brain privacy and one's own cognitive liberty will grow. This particular technology is just a preview of what is going to come.